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Dates & Times
Start Date/Time: Thursday, June 19, 2008 at 8:00am
End Date/Time: Friday, June 20, 2008 at 5:00pm
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Venue/Location
New York, NY
Registration Fees
| Member Rate | Non-Member Rate | ||
| Program Registration Fee | $1,295 | $1,695 | |
Course Description
UPDATED AS OF APRIL 2008
Length: Two-days
Direct marketing is a unique way of viewing the world of communications and commerce for three reasons:
1. We engage our consumer in an interactive conversation
2. The goal is action
3. It is measurable and accountable
From this vantage point, this interactive workshop offers a practical, hands-on approach to creating and implementing differentiating and profitable direct marketing campaigns taht intertwine best practices and emerging trends, traditional and new media. The goal is to provide every attendee with ideas, insights and tools to create happier customers that stay longer and buy more. Included are anecdotes and detailed case histories from Microsoft, IBM, Hewlett-Packard, Golden Rule Insurance, The Phoenician, Starwood Hotels, Pitney Bowes and more....
At the end of this course attendees will learn:
- The changing dynamics of the marketplace to help you stay in lock-step with your customers
- The strengths and weaknesses of new media, which to use when, in what combination and why
- How to incorporate the voice of the customer to fine tune strategies and tactics, accelerate time-to-market and avoid costly mistakes
- How to integrate media and message to produce double-digit results
- Where and how to invest the marketing budget for greatest return
- Synthesizing strategies and creating a Direct Marketing Plan that will burnish brand, achieve compelling competitive differentiation and a superior ROI
- Marketing to the customer lifecycle
- Customer Care as a profit generator
- Privacy policies and what customers expect
- Mobile Marketing
- Loyalty programs
- Social networking
- Testing to fuel continuous improvement
New and expanded sections and discussion, including case histories regarding:
This course is designed for managers and directors with at least 3 years experience and who have hands-on responsibility for:
- Establishing and nurturing a brand
- Establishing and implementing direct marketing strategies and tactics
- Selecting, synthesizing and integrating media and e-media
- Creative advertising/ marketing communications
- Creating and implementing innovative, best of breed customer care strategies and tactics
- Refreshing and updating skills
Key Topics
- Direct Marketing: An Overview
- New Marketing Concepts
- Deciding Where to Invest
- Synthesizing Marketing Strategies
- Creating a Direct Marketing Plan
- Implementing a Direct Marketing Plan
Instructor
This course is taught by Scott Hornstein
Class Agenda
Each day will have a continental breakfast at 8:30 a.m., a mid-morning snack, lunch at 12:00 noon, and a mid-afternoon break. The course will finish each day at approximately 5:00 p.m.
DAY ONE – 8:30am – 5: 00pm
- Module 1: Direct Marketing Overview
- The working definition of Direct Marketing for the 21st Century
- How customers have changed and why
- The importance of the customer experience as well as the product
- How marketing can overcome customer irritation and succeed long-term
- Module 2: New Marketing Concepts
- Identify key new marketing concepts
- Explain the benefits and drawbacks of each new concept
- Understand other attendees' first- hand experiences with these concepts
- Understand if and when these concepts should become part of your direct marketing plan
- Module 3: Deciding Where to Invest
- How to identify your best customers
- The importance of increasing investment in your best customers
- How to construct a simple propensity to buy formula
- Potential strategies to increase the satisfaction, retention and lifetime value of a selected high-value customer group
- Module 4: Synthesizing Marketing Strategies
- How voice of customer research can successfully guide the selection and synthesis of strategies and tactics
- What questions you should be asking customers and prospects
- How the integration and synchronization of media and message can magnify the bottom line
- How companies have solved complex problems through the synthesis of marketing strategies
- Module 5: Creating a Direct Marketing Plan
- The composition and importance of the cross-functional team
- The components of a direct marketing plan
- A critical issue to watch out for and how to solve it
- Why and how customer care is a competitive differentiator
- Module 6: Implementing a Direct Marketing Plan
- Engage the three key components of implementation
- Strategize the database to drive the most efficient allocation of resources
- Implement the metrics gathering and report required to give you the" pulse"
- Use the 4 principles of managing change to ensure long-term success
Class Instructors
Author, Lecturer and Consultant
For over 30 years, Scott Hornstein, author, lecturer and consultant, has worked with clients in all phases of marketing strategy, research and implementation. His customer relationship methodology emphasizes respect and trust in all forms of marketing, and promotes consensual relationships between marketers and their customers to maximize customer satisfaction, retention and lifetime value.
Clients include: Microsoft, IBM, Hewlett-Packard, American Management Association, Association of National Advertisers, Direct Marketing Association, Global Knowledge, Golden Rule Insurance, Star HRG Insurance, The Phoenician, Starwood Hotels and Resorts, Orient-Express Hotels, Applied Biosystems, Franklin Covey, Merrill Lynch, West Publishing, PaperDirect, Browning Ferris Industries, and AT&T. Specific case histories with detailed results are available.
Scott’s book, Opt-In Marketing: Increase Sales Exponentially with Consensual Marketing, co-authored with Ernan Roman (McGraw-Hill), teaches you how to engage customers in a process of unprecedented levels of dialogue and information sharing, solidifying relationships with customers. Included are the detailed case histories, “how to” guidelines and checklists for implementing this breakthrough process.
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